DFA for mobile platforms

If your site packages and sells its mobile inventory, then you're probably ready to accept mobile DART ad tags.

To serve mobile ads correctly, you must dynamically insert unique values into the tags whenever they're served. See 'Implement DFA mobile tags' below.

How DFA mobile works

DFA mobile is optimized to serve ads across a diverse range of mobile platforms and devices. It's optimized for:

  • Mobile sites, which typically differ from standard sites by having a simplified layout and a web address that begins with m rather than www

  • Mobile ad servers

  • Serving ads to feature phones that might not have full web browsing capability

However, as long as your site is able to dynamically serve mobile DART ad tags to users who are accessing the site on a mobile device, you'll be able to offer DFA mobile to your advertisers.

Creative sizes based on platforms

A key benefit of DFA mobile is that it automatically serves the right size creative to each mobile user. When the DART ad servers get an ad request for a mobile placement, they use information about the user's phone and mobile platform to deliver a creative that's the right size for that phone. The sizes are based on standards (PDF) set by the Mobile Marketing Alliance.

Because DFA automatically chooses the right size for the creative, you don't need to specify any size information. Just reserve the full width of the phone screen for the mobile ad. (If necessary, you can modify the tags to serve the same image size for all requests.)

Images and image tags only

DFA mobile creatives use only image files, so you don't have to worry about serving rich media to mobile handsets that might not be able to handle them.

Similarly, to keep things optimized for mobile, the tags are kept simple. DFA mobile tags consist of just an image tag (img src) and a click tag (a href), never any JavaScript or iFrames.

If you're a DoubleClick Mobile customer, you can use mobile internal redirect tags in the same way as standard internal redirect tags.

Learn more about mobile DART ad tags.


Enable mobile for your site in Site Directory

In order for DFA advertisers to be able to set up mobile placements on your site, you'll need to visit Site Directory and enable mobile placements:

  1. Visit http://sitedirectory.doubleclick.net. If you don't have a username and password, email sd-support@google.com for help.

  2. Search for your site.

  3. Navigate to the Site Settings tab for your site and enable the Accept Mobile Placements checkbox, then click Save.

Once you've enabled your site once, you won't need to do it again for subsequent campaigns.


Implement DFA mobile tags

Because DFA mobile tags are just simple anchor and image tags, they're easy to implement. Learn more about mobile DART ad tags.

The one important consideration is the ord= value, which it's up to you to populate dynamically whenever the tags are served. To ensure proper reporting of clicks and click-through conversions, you must implement ord= values correctly:

  • Unique values for each impression: For each impression, use a unique value for ord=. Ideally, you can use a random number that's never repeated. (Never, ever. Seriously.) If you use a timestamp, we recommend that you include the millisecond or microsecond to ensure that no two impressions ever get the same timestamp.

  • Matching values for each image/click tag pair: For each impression, use identical values for the ord= value in the click and the image tags.

  • Always use the image and click tag together: Don't try to track clicks using just the A HREF part of the DART ad tag. DFA looks for a matching ord= value in an image and a click tag; if no match is found, no click is counted, and the click might fail. To track clicks only, use a mobile click tracker tag.

Floodlight and mobile

Floodlight only tracks click-through conversions on mobile ads, not view-through conversions.

Implementing Floodlight for a mobile site is mostly the same as implementing it for a standard website. However, it's generally best to use image tags rather than Iframes, because image tags are compatible with all mobile platforms. However, you can use Iframes if the mobile site will be viewed only by Android and Apple iOS devices — for example, if you build a dedicated site for click-throughs from ads targeted to Android, iPhones, and iPads.

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